A new product press release can make or break your product's success and is key to your PR and marketing efforts.
This guide shows you how to write a press release that grabs attention, gets media coverage, and reaches your target audience to increase brand awareness.
At the end, you'll find some examples of new product launch press releases to help spark ideas.
Looking to create a new product press release?
Use Prowly's AI press release generator or templates that you can use for free to easily create your own in a format that journalists expect to receive.
Prowly also lets you find relevant journalists and send out your press release to them directly from the platform.
How to write a press release for a product
Writing and pitching a press release for a product launch follows the same principles as any effective PR piece. Here are a few key things to remember:
- Keep the standard press release format
- Pitch to relevant journalists & bloggers interested in your topic/industry.
- Establish a human connection with journalists
- Do not send your press release to everybody–personalize your outreach
Here are 5 tips for writing an effective announcement for your product launch
1. Stick to a standard format
Include the following in your press release:
- Headline: An attention-grabbing headline about your product. Make it count!
- Lead: A brief overview of the story, including answers to the questions: Who? What? When? Why? With what effect?
- Dateline: To confirm that you’re providing the most up-to-date information
- Body: An explanation of the information provided earlier in the lead, the first paragraph should include the most newsworthy information about your product and finish with secondary details
- Company details: A short paragraph including your company name, spokespeople, and background information on your company and its products to help journalists understand the nature of the business and make writing about it easier, this is your company's boilerplate
- Media contact information: The author's or company’s/agency’s contact information
👉 Want to make your press releases look better? Check out our latest article: “How to Design a Press Release (w/ Tips & Examples)“
2. Find journalists interested in your new product
To get media attention, it's important to pitch your announcement to the right journalists and bloggers - those who cover your type of product and can help bring it to the spotlight.
An easy way to find relevant media outlets interested in your product is by using a media contacts database, which also include a journalist’s contact details so you can get in touch.
You can refine your search by filtering where a journalist is located, or what topics/industries they cover.
PR tools like Prowly can suggest relevant media contacts based on your launch announcement.
This is far more effective than the "spray and pray" approach used by many distribution services, hoping for random interest.
If you're using a tool like Prowly, the quickest way to identify relevant journalists is by using the keyword search. Simply enter keywords related to your product or industry, and you'll find a list of reporters that wrote about similar products in the past.
Media lists often have an extensive list of topics that journalists are focused on, ranging from beer or cosmetics to cloud computing.
If you have a bit of time, it's worth doing some more in-depth research.
For example, if you’re writing a press release for a new product line of natural beauty products or cosmetics, check which journalists you found are actually interested in natural and organic products, and not just cosmetics in general. It’ll improve the chances of your product press release getting picked up and published.
And don’t forget to follow up.
3. Write a press release headline that grabs attention
The headline of your press release (and also the subject of your media pitch email) is crucial to getting your press release read or even email opened.
I recommend spending a bit more time on it and making sure it’s attention-grabbing and mentions your main points, i.e. your product’s USP (unique selling proposition).
Add exciting features and benefits that'll make people stop what they're doing and read what your product has to offer. Try including numbers in your headline/pitch subject line – they're proven to improve open rates.
Remember – your headline needs something that'll get your audience's news outlets intrigued. Stay away from boring titles such as [Company] Launches "New Product" or [Company] Stakeholders Profit.
If readers are asking themselves "So what?", then you're doing it wrong.
4. Focus on the unique features and benefits of your product
It doesn’t make sense to write a news story about a product that seems just like every other, does it?
Focus on making your product stand out from the rest by emphasizing its unique features and benefits. Depending on your product and target audience, you’ll want to focus more on one or the other.
If you’re targeting a very particular and specific audience, especially in the B2B or small business sector, it can be a better idea to focus on the technical features of your product. Stick to the point and mention the objectively superior qualities of your product.
Otherwise, it’s best to bring attention to your product by showcasing how it’ll benefit your customers and improve their day-to-day lives. Think about how using your product can be easier, simpler, or more enjoyable than what the competition has to offer.
Here’s a list of questions to help you create a winning product press release that’s more beneficial for journalists:
- Why is it worth writing about this particular product?
- What are its unique features?
- How will it contribute to the consumers’ lives?
- What makes it different from other products?
- Can you somehow compare it to the products offered by your competitors?
- Does your product come in different varieties and sizes?
- Is there a formal product launch event?
5. Be visual - use high-quality photos and videos to showcase your product or service
Adding images and videos to your product announcement is essential for getting noticed and gaining media attention.
Visuals make your product stand out, whether it’s photos, videos, logos, or even animated GIFs.
However, avoid sending attachments. Large files can clutter journalists' inboxes and make your email harder to open.
But what if you want to include high-quality images or videos to make your product stand out more to the press?
Instead, try this approach:
- Create visuals with press release software like Prowly or WordPress.
- Embed your media directly into the release, including product photos, videos, and other rich content.
- Optionally, post it to your brand’s newsroom for easy access.
- Share the press release via a link, allowing you to track opens and clicks.
💡If you're seeking more exposure for your press release, explore these 10 ideas on how to effectively promote a press release.
Create a new product press release with AI
AI-powered tools for PR can help you create high-quality press release drafts, provide advanced editing suggestions, and even recommend who to send your press release to.
While it's worth knowing how to create an effective press release from scratch, using tools can help speed up the process and ensure you've ticked all the boxes regarding the format and content that journalists expect to receive.
Read more: Mastering AI Press Releases: Comprehensive Guide to Writing and Sending + Practical Examples
Here’s how to create (and send) a new product press release using a tool like Prowly’s AI-powered Press Release Generator.
Step 1: Enter basic details about your press release
- Start the process by entering the type of your press release.
- Once you select the type, Prowly's AI will ask you to pick your target audience. There are predefined options, such as industry players, customers, or local communities, but you can also add your own.
- Choose the language of your press release draft.
Step 2: Enter key messages of your new product press release
Here, you'll want to be as specific as possible and ensure that whatever you choose is the most relevant information about your new product announcement.
You can use the list of questions provided in the "How to write" section of this guide to help you get started.
Here are three examples of key messages that you can provide for your new product press release:
- The Problem Solved: Clearly articulate the specific issue or need that your product addresses. Demonstrate how it provides a solution that is superior to existing alternatives.
- The Unique Value Proposition: Highlight the unique features and benefits that differentiate your product from competitors. Explain why customers should choose your product over others.
- The Target Audience and Benefits: Identify the specific group of people who will benefit most from your product. Clearly articulate the advantages and value they will gain by using it.
Step 3: Answer the follow-up questions
Once you’ve entered the basic information about your new product press release, Prowly’s AI will ask you more in-depth questions designed to mirror a natural conversation with the journalists you’re targeting.
You’ll receive ten questions tailored specifically to the content you shared earlier. This will complete your press release draft and reduce the need to answer many follow-up questions from the person you're pitching to.
Step 4: Customize and edit the press release draft
Whether you've generated a press release draft or written it yourself, you can adjust header font styles, fine-tune the content just like you would in a regular text editor, adjust your press release length, and cater it into a format you're happy with.
An AI Assistant trained in PR writing best practices reviews the draft and suggests improvements based on 11 key criteria, indicating exactly where to edit.
Step 5: Get contact recommendations for your press release
Prowly’s AI will start suggesting journalists you can pitch to based on the keywords found in your press release.
As long as you have contact information for the people you want to pitch to, you can always do deeper work and find out about what kind of products they've covered before, or what they're writing about at the moment.
New product press release examples
Below you'll find 4 different types of new product announcements examples to inspire you to create your own.
Each press release was created with Prowly's Creator, which lets you easily create visual pr pieces (great for showing off your product!) with drag & drop elements and add photos, videos, call-to-action buttons, and social media threads to your press release.
Feature launch press release example
New product press release example
Book launch press release example
Get to know more about why this example of a book launch press release is well-crafted from the dedicated guide "How to Write a Book Press Release (Example and Template)."
New product line press release example
Cosmetics product launch press release example
Food product press release example
New product press release template
If you’re looking for a way to speed up the press release creation process, Prowly has multiple templates that you can use inside the platform, including one for a new product launch.
The templates include all the most important elements to make sure your story gets noticed by journalists and results in media coverage.
Prowly also lets you find relevant journalists for your product launch and send out your press release directly from the platform.
Ready to create a product launch press release?
By now you should know the basics of creating an effective product press release and new product announcement as well as pitching it successfully. To sum up, every product launch press release should contain:
- An attractive headline that features unique benefits & features of your product
- The standard elements of a press release: headline, dateline, lead, body, company info, media contact information
- A specific audience that it’s targeted to and the news articles they read
- Information on why your product is worth talking about and why anyone should be excited about it
- Attractive photos and/or videos of your product added directly to the press release (if possible, avoid attachments!)
